Art Direction
Had to sign a non-disclosure agreement. Details TBA.
Creative Director + Art Direction + Design + Execution + Illustrations by Savanah Quarum + Photography Olympia Provisions
BACKGROUND
In the past, Olympia Provisions has relied heavily on seasonal discounts as a part of its holiday marketing strategy. Our task was to create a campaign that incentives its audience and that does not involve markdowns.
Our recent customer profile report showed us that the Olympia customer is affluent, educated, and craves rich experiences. We want to equip each Olympia customer with enhanced culinary skills and an understanding of gastronomy so that each one is empowered to handle Olympia Provisions products, and feels that the brand is connected to the enjoyment of holiday occasions.
STRATEGY
This understanding led us to create the ‘Don’t Panic, Holiday Survival Guide’. Articles offer solutions to the various land-mines that can derail holiday entertaining along with recipes and gift recommendations. The goal was to create a resource that customers can continually reference (via an online and printed magazine) as opposed to the seasonal product catalogs Olympia has done in the past— requiring the brand to re-win customers each season.
GUIDING INSIGHT
Cooking for pleasure is a creative experience, an emotional ritual that brings joy and intimacy when food is shared with loved ones.
TESTIMONIAL
“Amy’s ability to take feedback and apply it to her design is absolutely amazing. She is eloquent in her explanations and takes time to understand my needs and wants, but is very rooted and confident in her professional opinion.”
Megan Moran—Marketing Director Olympia Provisions
BACKGROUND
Very often people are unsure what to purchase for their dad or feel that their dad already has everything he needs. Salami or another charcuterie is not a gift that is often thought of, even as a Father’s Day gift.
The goal of this campaign was to persuade customers to choose Olympia Provisions as their go-to Father’s Day gift while increasing both web-store traffic and web-sales. The company had a June 2018 web sales goal of $86,000*.
STRATEGY
By evoking a fond memory with the writing prompt, ‘Remember That Time’, customers could reminisce with their fathers via the Olympia Provisions customizable Father’s Day card. The cards could be picked up at any Olympia Provisions location or included (once customized at checkout) in any online order.
GUIDING INSIGHT
Your father left a mark on your life. Your weird habits, the cheesy jokes you can’t unlearn, the food you like. Make him proud that he raised the kind of man who will give him really good salami.
METRICS
For $1,000 budget we reached $22k (28.9%) over previous year, and $13k (15.5%) over goal.
*Olympia Provisions gave us permission to share all the above financial information.
Art Direction + Design + Execution
STRATEGY
By creating a shared reading experience that provides a similar level of frustration, non-dyslexics will understand the aggravation, stress, and embarrassment associated with the condition. Once the challenges associated with Dyslexia are understood, better learning conditions for the one-in-five students who struggle with the learning difference can be achieved.
Art Direction + Design + Execution
BACKGROUND
A to Zia Realty is the product of Zia McCabe, a keyboardist in the Portland-based band, The Dandy Warhols.
Our research showed that buyers are skeptical of choosing an agent who is new to the industry and only working part-time. They worry that someone with outside interests will be less motivated and committed. Since Zia is still actively involved in her band, some customers might feel apprehensive about trusting a celebrity with such an important life experience and associated large expense.
STRATEGY
Our goal was to develop a strategy that allows Zia to connect with home buyers in order to grow her business, while also increasing her credibility as a leading authority in the Portland housing market.
From A to Zia: An Insider’s Guide to Visiting and Relocating to Portland, leverages her ‘celebrity’ status while also building credibility to attract future home buyers.
GUIDING INSIGHT
Home buyers are not looking for someone who will tell them what they want, but someone who is devoted to their dream, sees what they see, knows how to get it, and takes them home.
Creative Director + Art Direction + Design + Execution
BACKGROUND
FIR’s long-term success depends on increasing the number of students that want to participate in the program. Many students in the advertising and graphic design programs do not even know what FIR is and what it can do for them. There is also an overall lack of awareness about the program within Portland State University as a whole.
STRATEGY
With the mid-term elections top-of-mind, the Vote ForFIR (and by vote we mean apply) Campaign offers a bit of levity in a politically volatile and polarizing time.
GUIDING INSIGHT
Creating meaningful advertising requires a team of dedicated people with different world-views, and increasing the diversity within the advertising world will only make that world a more interesting place.
Creative Director + Art Direction + Design + Execution
BACKGROUND
FIR’s long-term success depends on increasing the number of students that want to participate in the program. Many students in the advertising and graphic design programs do not even know what FIR is and what it can do for them. There is also an overall lack of awareness about the program within Portland State University as a whole.
STRATEGY
The Daily Pinecone offered Portland State students an inside look into the world of advertising and the various advertising disciplines one could explore by joining FIR. Not wanting to take ourselves too seriously and to also promote a fun work environment, the tone of the newspaper was a very tongue-in-cheek attempt to attract students who might otherwise feel as though they would not ‘fit in’.
GUIDING INSIGHT
Creating meaningful advertising requires a team of dedicated people with different world-views, and increasing the diversity within the advertising world will only make that world a more interesting place.
Art Direction + Design + Execution
STRATEGY
With the overwhelming amount of controversy surrounding the 2016 Oscar nominations, my Portland Mercury cover concept was a social commentary illustrating the lack of diversity among award nominations for the Academy awards. Symbolically representing the award academy (94% Caucasian and 78% male), I painted a group of Barbie dolls white in an effort to draw comparisons to the actors who wore “blackface” in popular Minstrel shows during the late 1800’s to mid-1900’s in an attempt to further elicit conversations and awareness about the topic.
“Amy’s ability to take feedback and apply it to her design is absolutely amazing. She is eloquent in her explanations and takes time to understand my needs and wants, but is very rooted and confident in her professional opinion.”
Megan Moran—Marketing Director Olympia Provisions
